Multivariate models examining youth cognitive engagement with tobacco control anti-smoking advertising (n=37)†
| Dependent variable | ||||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| How good | Stand out | Recall | Thought about | Discussed | ||||||
| Independent variable | B | p | B | p | B | p | B | p | B | p |
| +p <0.10; *p <0.05; **p <0.01; ***p <0.001. | ||||||||||
| †Family guidance theme not included as no tobacco control adverts utilised this theme. | ||||||||||
| Note: there were no systematic significant interactions between country, audience, executional characteristics, and advert theme on any of the outcome measures. | ||||||||||
| Intercept | 0.49 | *** | 0.02 | 0.35 | *** | 0.14 | *** | 0.13 | *** | |
| Australia | −0.04 | 0.02 | 0.01 | 0.00 | 0.02 | |||||
| Britain | −0.02 | 0.03 | −0.14 | ** | −0.05 | −0.02 | ||||
| Youth target audience | −0.03 | 0.00 | 0.01 | 0.00 | −0.01 | |||||
| Personal testimonial execution | 0.29 | *** | 0.14 | *** | 0.20 | *** | 0.14 | *** | 0.13 | *** |
| Visceral negative execution | 0.25 | ** | 0.22 | *** | 0.21 | *** | 0.21 | *** | 0.19 | *** |
| Prior exposure | 0.35 | ** | 0.15 | + | 0.18 | + | 0.10 | 0.02 | ||
| Theme | ||||||||||
| Health effects (referent) | (ref) | (ref) | (ref) | (ref) | (ref) | |||||
| Cessation | −0.11 | −0.03 | −0.07 | −0.10 | −0.05 | |||||
| Secondhand smoke | 0.11 | 0.12 | + | 0.06 | 0.08 | 0.06 | ||||
| Health benefits | 0.09 | 0.08 | + | 0.06 | 0.05 | 0.03 | ||||
| Industry manipulation | −0.04 | 0.01 | −0.06 | 0.00 | −0.03 | |||||
| Uncool | −0.14 | −0.07 | −0.09 | −0.07 | −0.10 | + | ||||
| Other | −0.02 | 0.10 | −0.10 | −0.06 | −0.08 | |||||